The long-term deal also includes the 4th of July fireworks concert special, and a new event to be announced at a later date.

NBCUniversal and Macy’s said they struck a new pact that will keep the retailer’s popular Thanksgiving Day Parade on the media conglomerate’s properties through 2034, a nod to the growing importance of live “tentpole” events in the business of television.

Macy's said last year's parade reached 31.7 million viewers on NBC and Peacock, an 11 percent increase from 2023.